Lonely Planet Publications Design & Branding WORK CALENDAR by DDB Mudra Group Mumbai

WORK CALENDAR

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Industry Magazines
Media Design & Branding
Market India
Agency DDB Mudra Group Mumbai
Executive Creative Director Kb Vinod
Art Director Preeti Verma
Copywriter Karunasagar Sridharan
Released December 2010

Credits & Description

Category: Calendars
Advertiser: WORLDWIDE MEDIA PUBLICATIONS
Product/Service: LONELY PLANET MAGAZINE
Agency: MUDRA COMMUNICATIONS
Date of First Appearance: Dec 1 2010
Entrant Company: MUDRA COMMUNICATIONS, Mumbai, INDIA
Chief Creative Officer: Bobby Pawar (Mudra Communications)
Executive Creative Director: KB Vinod (Mudra Communications)
Copywriter: Preeti Verma/Karunasagar Sridharan (Mudra Communications)
Art Director: Preeti Verma (Mudra Communications)
Media placement: Calender - Major Media Agencies - 1st December 2010

Describe the brief from the client
To generate ad sales and keep Lonely Planet Magazine in the consideration set of major media agencies.

Describe the challenges and key objectives
Media people generally receive a lot of calendars from various publications and channels. The Lonely Planet calendar had to fight for a place on the desk of these people by standing out. It also had to motivate them to explore the world a little more, every day.

Describe how you arrived at the final design
Keeping in line with the brand’s communication and philosophy, we created an annual calendar that offered escape. It contained 260 blank leave application forms, one for each working day, with only the dates filled out. The forms were created in the formats followed by each media agency.
The calendar acted as a daily reminder on employees’ desks, urging them to take a break from work and travel. And all they had to do, was fill up a page.

Give some indication of how successful the outcome was in the market
The calendars were well received by media agencies in Mumbai. So much so, that it was brought up by agencies and partners in almost every conversation with the WWM team in the weeks that followed."